For some industries like travel, beauty and fashion, the advent of social media has been a marketing match made in heaven.

Brands have cashed in on the narcissistic post and boast culture we now live in, offering endless competitions to win 'money can’t buy' prizes in exchange for likes, shares or tweets on Facebook, Instagram or Twitter.

For others the relationship with social media has been less harmonious or practically non-existent.

Sectors such as finance and insurance have been slow to dip their toe into what they perceive to be piranha infested waters.

Thinking ‘dabbling’ in social media is equitable to customer service suicide.

For the healthcare industry the debate about whether social media is ethical or relevant has been rumbling for some time. Should it be used by healthcare professionals? And if so, to what extent?